Netflix tests TikTok-style vertical video feed

In a move that reflects the growing influence of TikTok on digital platforms, Netflix has begun testing a new vertical video feed for its mobile app, aiming to make discovering new shows and movies more engaging for users on the go.

Announced by Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone, the feature will present scrollable, short clips sourced directly from Netflix’s extensive content library. Much like TikTok or Instagram Reels, these vertical videos are designed to grab users’ attention quickly and intuitively.

According to Netflix, the goal is to improve content discovery by leveraging the popularity of short-form video, especially among mobile users. When a viewer finds a clip they like, they’ll have the option to immediately start watching the full show or movie, add it to their My List, or share it with friends. The feature will launch in the coming weeks as an opt-in test, allowing the company to gather feedback before a potential wider release.

This experiment aligns with a broader trend in the streaming and digital content industry. Platforms like YouTube (Shorts), Instagram (Reels), Tubi (Scenes), and even Flipboard (Surf) have all embraced the TikTok formula to help users discover and engage with content in a more dynamic way. Elon Musk has also hinted at reviving Vine, the original short-form video app, further indicating the format’s cultural staying power.

Alongside the new video feed, Netflix announced several additional updates:

• A generative AI-powered search tool is being explored for iOS devices. This feature would let users search using natural language prompts like “I want something funny and upbeat,” making content discovery more intuitive and conversational.
• The TV interface is also getting a redesign. Information like “Emmy Award Winner” and “#1 in TV Shows” will be featured more prominently, while navigation shortcuts such as Search and My List will be moved to more visible areas. The aim is to streamline access and enhance personalized recommendations in real time.
• Additionally, Netflix recently introduced dialogue-only subtitles for selected content, including the final season of You, allowing viewers to focus on spoken words without accompanying sound effect descriptions. This is seen as part of a broader effort to improve accessibility and viewer customization.

As short-form video continues to dominate user behavior on mobile devices, Netflix’s pivot towards a TikTok-like experience signals a strategic shift to remain competitive in the crowded streaming market. While the vertical feed is still in its testing phase, its potential integration could mark a significant transformation in how users interact with Netflix’s content catalog—less passive browsing, more dynamic discovery.

Whether this feature becomes a core part of the Netflix experience will likely depend on how users respond to the test rollout. But one thing is clear: the line between social media and streaming is blurring more than ever.